Communication Strategy In Social Networks For Health Organizations
To make good use of social networks professionally in a health organization is essential to have a strategy. Without it, we run the risk of projecting an erroneous image or even provoking an online reputation crisis. That is why there is nothing like spending enough time to design the strategy and share it with other departments and members of the organization since it is vitally important that everyone knows that there is a presence in Social Networks and its objectives.
Define objectives in health marketing
What are the objectives of the organization? What are the communication objectives of the organization? What goals do I want to achieve with social networks? The first thing you should do is answer these three questions in an aligned manner. They should never be raised independently. The communication in social networks does not cease to be communicated using other means, so it would be inadmissible that the strategy and the online/offline objectives were not aligned.
Identify your target audience: a pillar of marketing
It is important to define your audience. Who do you want to go? Who is interested in following your steps in social networks? Who do you want to attract your attention? It is best to make a list of each of the groups you want to address, so you will have organized and you can generate content adapted to each of them. Keep in mind that each group has different habits in social networks, it is not the same to share content with patients than with colleagues from other institutions.
When, how and what platform or social network to use
It is necessary to analyze your audience to know what habits they have and what platforms they use. The second step is to know how to use each of the platforms. The logical thing is to follow the rhythm and patterns of your audience so that it is easier to reach them. It is advisable to use the same language used by each of the groups, adapting the message to each group, even when using the same platform. To know when to use each of the platforms, it is necessary to observe the activity of the potential audience, detecting their busiest schedules.